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The 2018 International Wool Textile Organization (IWTO)Congress was held May 14-16 in Hong Kong. And the U.S. sheep and wool industry was once again well represented.

Dr. Paul Swan, IWTO technical advisor talked with attendees about sustainability and the wool life-cycle analysis, about the work being done to demonstrate to consumers wool's sustainability and biodegradability credentials.

Wool producers have a great story to tell consumers around the world.

Swan said “One of the things about farmers, whether it be around the world or in Wyoming they tend to just get on with life and do things and they want to hand their property over to the next generation in better shape than how they found it. And most farmers aren’t very good at self-promotion so one of our challenges is for us to actually tell our story. Consumes want to hear it. We just need to get better at packaging it up and delivering it to them.”